Enrich for Publishers - Real Time Bid Enrichment Service

What is ID5's Real-Time Bid Enrichment Service?

ID5’s Real-Time Bid Enrichment is an optional, paid-for service for publishers that enables them to improve the addressability of their inventory. When enabled, the ID5 Graph is used to enrich the EID array by adding SSP and DSP cookie IDs in addition to ID5 IDs, which can then be passed downstream to SSPs and DSPs. By opting in, publishers can make their inventory more addressable to buyers through a responsible and transparent bid enrichment process that fully complies with the IAB Tech Lab’s OpenRTB specification.

Key Benefits

• Enhanced audience addressability even in the absence of legacy identifiers
• Improved match rates with supply-side and buy-side partners, increasing the value of publisher inventory and therefore revenue

Requirements for Publishers

1. Register with ID5

Register with ID5. If you don’t already have an account with ID5, please visit our website to sign up and request your ID5 Partner Number.

2. Review and Sign the Addendum for ID5 Bid Enrichment Services

Review the addendum for ID5 Bid Enrichment Services provided by your ID5 Account Manager. 

3. Build Prebid.js with the ID5 User ID Module and ID5 Analytics module

Follow the step-by-step instructions for installing and configuring the Prebid.js User ID Module with the ID5 ID and the ID5 Prebid Analytics Module for Identity Insights.  When a publisher has bid enrichment enabled, do NOT configure the abtesting parameter in the prebid user ID module. ID5 will automatically set up an A/B test with a 90:10 split between enriched and control groups. The % split can be customised upon client request. This means:

• 90% of eligible users: Enriched group - will receive enriched IDs
• 10% of eligible users: Control group - will not receive enriched IDs

Note this split is done independently of any other A/B testing the publisher might have configured. If the ID5 abtesting parameter is configured whilst bid enrichment is enabled, the enrichment/control group split will apply to the normal group that has the ID5 ID enabled.

Example

If a publisher enables ID5’s AB Testing with an 85:15 split, then 85% of users are assigned to the normal group and 15% to the control group. If bid enrichment is also enabled with a 90:10 split, this applies only within the normal group: 90% of those users will receive enrichment, while 10% will serve as the enrichment control group. By running the two tests at the same time, the bid enrichment potential will be limited and the results of the AB Test designed to assess uplift associated with presence of the ID5 ID will be biased.

4. Optimise your ID5 Prebid configuration

Ensure you have installed the ID5 User ID module and ID5 Analytics Module as part of your prebid configuration. The ID5 bid enrichment service requires the ID5 User ID module to be configured as follows:

*When a non-empty params.gamTargetingPrefix is configured, the module sets the following GAM targeting keys that will be available:

5. Instruct ID5 to enable the Real Time Bid Enrichment service with your preferred configurations

Your ID5 Account Manager will provide you with a list of the currently supported configuration options for you to choose from and enable the service on an agreed date. Configurable options include:

6. Uplift Monitoring

Publishers must provide ID5 with weekly reports covering all channels competing for impressions across every domain where ID5 Bid Enrichment Services are active.

These reports must include all competing channels, regardless of whether ID5 Bid Enrichment Services are applied to a given channel.

Example: If ID5 Bid Enrichment Services are enabled on publisher.com and the competing channels include Prebid, Amazon TAM, OpenPath, and others, then every channel must be represented in the report.

Furthermore, the Publisher must supply ID5 with a monthly report of all Ad Services Uplift calculations, delivered no later than one week after month-end. This report must detail the results broken down by domain.

To facilitate uplift reporting, the publisher can enable the params.gamTargetingPrefix in Prebid. When bid enrichment is turned on, GAM targeting keys will be returned. It is then possible to create reports in GAM that segment by the {prefix}_enrich key-value pair so the publisher can compare the Impressions, Paid Impressions and revenue for the enriched group ({prefix}_enrich=y and {prefix}_enrich=s ) versus the control group ({prefix}_enrich=c)

GAM Reporting Configuration Steps

1. Ensure ID5 GAM reporting is enabled in your Prebid integration
2. Create reports in GAM that segment by the {prefix}_enrich key-value pair
3. Compare  Impressions, Paid Impressions and revenue for the enriched group  ({prefix}_enrich=y and {prefix}_enrich=s ) versus the control group ({prefix}_enrich=c) to measure performance impact.

How Uplift is Calculated

1. Take the Control Group Revenue

2. Multiply it by the Factor, which is:

   Enrichment Group Requests ÷ Control Group Requests

   • For a 90:10 ratio, the Factor = 90 ÷ 10 = 9.

3. Subtract this number from the Enriched Group Revenue  ({prefix}_enrich=y and {prefix}_enrich=s )

4. The result is the Uplift.

Example

• Control Group Revenue = $10,000
• Enriched Group Revenue = $200
• Ratio = 90:10 → Factor = 10

Calculation:

$10,000 – ($200 × 9) = $10,000 – $1,800 = $8,200 uplift

7. Inform and Collaborate with your Partners

Inform your SSP partners that you will be using the ID5 graph to pass matched SSP and DSP cookie IDs in the user.ext.eids field, along with provenance metadata. Some SSPs may require you to add your inserter value and/or matcher=id5-sync.com to an allow-list. You can find more details on how ID5 handles ID provenance here.

If you are augmenting Prebid.js with Prebid Server, make sure to align with your SSP and demand partners on how they prefer to receive matched cookie IDs in cases where ID provenance is not yet supported.